Examining

Advertising TacticsTobacco companies spend over 15 billion dollars a year on ciga­

rette advertising and promotion. That is the equivalent of about

40 million dollars each day for an entire year.

Why do companies spend so much money on advertising? The

ultimate goal of advertising, of course, is to increase a company's

profits. To do this, advertising is used to attract new users, increase

customer use of a product, or to persuade people to switch brands.

On a daily basis, you are bombarded with hundreds of advertise­

ments. Use the following guidelines to help you identify and resist

the techniques that advertisers use to influence you.

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Identify the ad's message.What exactly is the ad trying to convince youto believe?

~ Write a one-sentence statement that

describes what the ad wants you to believe

about the product. Start your sentence as

follows, "If I use this product, then ... " For

example, "If I use this product, then I will

be happier and have more friends."

~ Reread the statement you wrote. Do you

think it could be true? Why or why not?

Tobacco 405

1. Examine the ad for a tobacco product onthe previous page.

a. Identify the tactics being used by theadvertiser.

b. Who do you think the ad is trying toreach? What is its message?

2. Gather several magazines aimed at differentgroups of people. For example, look atwomen's magazines, men's magazines,magazines for specific interests, and maga­zines for young people or college students.

3. Collect three different cigarette ads fromthe magazines. For each ad, describe thetechnique, setting, behavior, and charactersused in the ad. Then write a one-sentence

statement that expresses the ad's messageas you see it.

4. Work in a small group and compare ads.Identify the most common messages in cig­arette ads. Are there different messages fordifferent audiences?

S. Use one or more of the advertising tech­niques described here to create an anti­tobacco poster.

~ Bandwagon Approach The ad makes you

think that everyone uses the product. You

may want to "jump on the bandwagon" too.

~ Appeal to the Senses The use of beautiful

or exciting scenery, colors, or music ::lppealsto the senses.

~ Price Appeal The ad may imply the product

is a better bargain than other products.

Identify the tactics being used tosell the product.These are some common advertising techniques.

~ Humor Funny ads may cause you to associ-

ate a product with fun or feeling good.

~ Slogans and Jingles Catchy phrases or

tunes may help you remember the product.

~ Testimonials "Satisfied customers" may

convince you that the product works.

~ Attractive Models The use of attractive

models communicates the idea that attrac­

tive or successful people use the product.

~ Positive Images The ad may imply that you

need the product to be strong, independent,and'successful.

6 Identify the ad's target audience.These questions can help you determine whom

an ad is trying to reach.

~ In what setting does the ad take place? If it

is a sporting event, for example, the ad is .probably targeted at sports fans.

~ What are the characters in the ad doing? If

they are doing the latest fad, the ad may be

tatgeted at teens or young adults.

~ Where does the ad appear? Advertisers know

which television shows and magazines

attract the audience they want to reach.

o

~ .

Fact Although the amount of tar andnicotine in these cigarettes may bereduced, carbon monoxide levels arenot. Also, smokers tend to smoke moreof these cigarettes and inhale moredeeply in order to feel the same effectsas they felt from regular cigarettes.

• Myth Low-tar and low-nicotine ciga­: rettes are safer than regular cigarettes.••••••••••: i!i!IJDImJ Where do you think that• most teens get their information about• tobacco products? How factual do you• think this information is?• ••••••••••••••••••••••••••••••••••

Section 2

Vocabulary• stimulant• tar

• carcinogen• carbon monoxide

Objectives~ Explain how nicotine

affects the body.

~ Identify two otherdangerous substancesin tobacco smoke.

~ Examine why smokelesstobacco is not a safe

alternative to smoking.

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Nicotine and the BodyNicotine is a type of drug called a stimulant. Stimulants are drugs that

increaseJthe activity of the nervous system. In smokers, nicotine enters

the blood mainly through the lungs. In smokeless tobacco users, nicotine

enters the blood through the lining of the mouth or nose.Once in the blood, nicotine reaches the brain within seconds. There,

it takes the place of certain neurotransmitters-chemicals that send sig­

nals between cells. By mimicking these neurotransmitters, nicotine affects

breathing, movement, learning, memory, mood, and appetite.

Nicotine's Short-Term Effects The immediate effects of nico­

tine on the body depend largely on how much nicotine is used and

on the user's history of tobacco use. The major short-term effects of

nicotine use are increased heart rate, increased blood pressure, and

changes in the brain that may lead to addiction. Figure 4 outlines nico­

tine's short-term effects on several body systems.

First-time tobacco users may experience mild signs of nicotine poi­

soning, which include rapid pulse, clammy skin, nausea, and dizziness.

However, in frequent users, nicotine stimulates the area of the brain

that produces feelings of reward and pleasure. These effects last for about

30 minutes. It is these feelings that make the continued use of tobacco

seem appealing.

406 Chapter 16

Effects of NicotineFIGURE 4 Nicotine acts as a

stimulant. It has many immediateeffects on several body systems.Interpreting Diagrams Howdoes nicotine affect the heart? Howdoes it affect the brain?

Respiratory System• Increases mucus production• Decreases muscle action in the

lungs' airways• Causes breathing to become

more shallow

Nicotine Addiction People who use tobacco frequently begin to

rely on it for feelings of alertness and pleasure. Ongoing use of nicotinecauses the body to develop a tolerance to nicotine. With tolerance, the

user needs more and more nicotine to produce the same effects on the

mind and body.As tolerance increases, nicotine addiction develops. Once people are

addicted, they experience strong cravings for nicotine. They might feel irri­

table or anxious in places or situations in which they cannot use tobacco.

The time it takes to become addicted depends on several factors

including genetics, frequency of use, and age. Studies show that teens

become addicted faster and more intensely than adults. In fact, it may take

only a few cigarettes for some teens to become addicted.

Psychological Dependence Tobacco users might also become

dependent on nicotine for psychological reasons. Tobacco use may

become a habit used to cope with stressful situations. Or, it may become

associated with social situations, such as hanging out with friends. These

psychological factors can make quitting difficult .

Nicotine Withdrawal If a nicotine addict goes without nicotine

for even a short time, he or she may experience nicotine withdrawal.

Symptoms of nicotine withdrawal include headaches, irritability, difficulty

sleeping, inability to concentrate, and intense nicotine cravings. Withdrawal

effects may begin as soon as 30 minutes after the last dose of nicotine.

tmIt:7 Have you ever observed someone experiencing

YOUR!:I~ nicotine withdrawal? Describe his or her behavior.

.

.

Nervous System• Increases activity level• Mimics neurotransmitters• Decreases some reflex actions• Activates the brain's

"reward pathway"

Cardiovascular System• Increases heart rate and the

force of contractions

• Increases blood pressure• Reduces blood flow to skin

• Increases risk of blood clotting

Digestive System• Increases saliva production• Decreases the amount of insulin

released from the pancreas• Increases bowel activity

For: Updates on nicotineVisit: www.SciLinks.org/healthWeb Code: ctn-5162

Tobacco 407

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Other Dangerous ChemicalsAs you can see in Figure 5, nicotine is only one of many chemicals intobacco that can harm your body. In fact, tobacco smoke contains more

than 4,0.00 chemicals. In addition to nicotine, two of the most harmfulsubstances in tobacco smoke are tar and carbon monoxide.

Arsenic(bmmamunllID~mIImi

Acetone ~mlIDflmnIOlblimfil

[;IdIt1b. ,:.1. I[tlf.i:.l IIJ

Formaldehyde 113

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Stearic acid ~~Im~~

FIGURE 5 Tobacco productscontain many harmful chemicals.Some of these chemicals are a

natural part of tobacco. Othersare added when the tobacco is

processed or form when tobaccois burned.

Tar The dark, sticky substance that forms when tobacco burns is

known as tar. Tar is a mixture of hundreds of chemicals. Smokers of any

type of tobacco product-including cigarettes, herbal cigarettes, cigars,and pipes-expose their bodies to the short-term effects of tar .

•. Brown stains on fingers and teeth

•. Smelly hair and clothes

•. Bad breath

408 Chapter 16

•. Paralysis of cilia lining the airways

•. Increased number of respiratory jnfections, such as colds and the flu

•. Impaired lung function, which leads to reduced athletic ability

In addition to these short-term effects, tar also causes long-term damage

to the body. Tar contains many chemicals that are known carcinogens

(kahr SIN uh junz), or cancer-causing agents. Tar can also damage the res­piratory system to the point that it can no longer function. You will readmore about the long-term effects of tar in Section 3.

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Carbon Monoxide When substances-including tobacco-are

burned, an odorless, poisonous gas called carbon monoxide is produced.Once inhaled and absorbed into the blood, carbon monoxide binds to

the hemoglobin molecules in red blood cells in place of oxygen. When

this happens, red blood cells cannot transport as much oxygen as the bodycells need.

To make up for the shortage of oxygen, a smoker's breathing and heart

rates increase. Over time, this strain can damage the cardiovascular system

and other organs.

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FIGURE 6 In addition to other

harmful chemicals, many smokelesstobacco products contain sand andsugars. Both'of these can damagethe gums. Note how smokelesstobacco caused the gums to pullaway from the teeth in this photo.

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Tobacco 409

Health at

Life After Quitting Interview two familymembers, neighbors, or friends who have quitsmoking. Ask them how they stopped smoking,how difficult it was, and how their lives havechanged. In a paragraph, compare and contrasttheir experiences. ~

6. Making Judgments Do you think that drugstores,which sell medicines, should also sell tobaccoproducts? Why or why not? ~

7. Evaluating Why do you think that tobacco usersare willing to live with unpleasant side effects,such as stained teeth and bad breath?

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Key Ideas and Vocabulary1. What type of drug is nicotine? How does nicotine

affect the body?2. What effects do tar and carbon monoxide have on

the bodies of smokers?

3. What is a carcinogen?

4. Explain how smokeless tobacco products harmthe body.

Critical Thinking5. Applying Concepts What facts about tobacco

would you use to convince a friend not to startusing tobacco?

Section 2 Review

Chemicals in Smokeless Tobacco Some people think that

using smokeless tobacco products is safe because no smoke is producedor inhaled. However, smokeless tobacco contains many of the same

dangerous chemicals that are in tobacco smoke. There are no safe

tobacco products.

Smokeless tobacco is at least as addictive as cigarettes. In fact, the

average dose of snuff contains twice the nicotine of one cigarette. And,

the average dose of chewing tobacco contains two and a half times the

nicotine of one cigarette.

The life-threatening effects of smokeless tobacco use, such as cancer,will be discussed in Section 3. Smokeless tobacco also has a number of

short-term effects that are very unpleasant.

~ Stained teeth,~ Bad breath and drooling

~ Receding gums and tooth decay

To avoid these unpleasant side effects, many smokeless tobacco users

eventually turn to smoking to satisfy their nicotine craving. Then they

expose their bodies to the additional hazards of tar and carbon monoxide.